TU Chemnitz, Wirtschaftswissenschaften: Economics and Business Administration: Department of Marketing: Dr. M. Sachse
Dr. Manuela Sachse
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Professional Experiences:
07/05 - 10/05 Volkswagen de México, S.A. de C.V., Puebla, Mexiko; consulting
since 04/03 research associate at the Chemnitz University of Technology, Department of Marketing, Chemnitz, Germany
08/01 - 04/03 student assistant and tutor for student projects at the Chemnitz University of Technology, Department of Innovation Research and Sustainable Resource Management
03/02 - 07/02 tutor for “marketing fundamentals” at the Chemnitz University of Technology, Department of Marketing, Chemnitz, Germany
01/01 - 07/01 research student at University of New Mexico, Albuquerque, USA, Department of Communication, Prof. Everett Rogers) (more Information: www.learcenter.org/pdf/RogersIntro.pdf, www.learcenter.org/pdf/RogersCommentaries.pdf, www.learcenter.org/pdf/Backer.pdf)
Education:
10/97 - 04/03 Studies of Business Administration at Chemnitz University of Technology, esp. Marketing, Innovations Management, Psychology
marketing communication, esp. sports marketing
• Conceptualizing and Planning of Side Events for the Bobsleigh- and Skeleton World Championship 2008
• Analysis of Visitor’s Motivation and Measuring of Sponsoring Effects at the Hip-Hop Festival splash! 2007
• Analysis of Visitors Satisfaction at the HipHop Festival splash! 2006
• Market Analysis for a Local Soccer Club (Chemnitzer FC)
• Market Analysis for the Robert Schumann Philharmonic Orchestra of Chemnitz
• Developing an Integrated Communication Concept for a Store Card
• Analysis of Ambush-Marketing Effects during the European Soccer Championships and the Olympic Games 2004
Refereed Proceedings:
Sachse, M.; Drengner, J.; Jahn, S. (forthcoming): Negative Effects of Event Sponsoring and Ambushing: The Case of Consumer Confusion, Paper accepted for presentation at the 2009 Advances in Consumer Research Conference, October 22-25, 2009, Pittsburgh, PA: Association for Consumer Research.
Sachse, M.; Drengner, J.; Jahn, S.: Negative Effects of Multiple Sponsoring and Ambushing of Mega Sports Events: The Case of FIFA Soccer World Cup 2006 and UEFA Euro 2008, in: Westerbeek, H.; Fahlström, P. (Eds.): Best Practices in Sport Facility & Event Management, Proceedings of the 17th EASM European Sport Management Conference 2009, September 16-19, Amsterdam, Netherlands, pp. 236-238, ISBN 978-90-5472-111-6.
Sachse, M.; Drengner, J.: The Dark Side of Sponsoring and Ambushing: Negative Consumer Responses to Stimuli Overload, Stimuli Similarity, and Stimuli Ambiguity, Proceedings of the 38th EMAC Conference 2009 (Advertising, promotion and marketing communication track), 26-29 May, Nantes, France.
Drengner, J.; Sachse, M.; Furchheim, P.: Flow in Consumer Research: A novel Approach, in: McGill, Ann L. and Sharon Shavitt (Eds.), Advances in Consumer Research, Volume 36 (2009), Duluth, MN : Association for Consumer Research, forthcoming.
Drengner, J. ; Kiessling, T.; Sachse, M.: The Impact of Sport Consumption Motives on Individuals' Expected Hedonic Experience of Sport Events, in: Preuß, H.; Gemeinder, K. (Eds.): Management at the Heart of Sport, Proceedings of the 16th EASM European Sport Management Conference 2008, September 10-13, Heidelberg, Germany, ISBN 978-3-936849-08-0.
Drengner, J.; Furchheim, P.; Sachse, M.: Flow Experience: New Approaches for Conceptualization and Modeling of a Multifaceted Construct, in: Brown, T.; Gurhan-Canli, Z. (Eds.): Proceedings of the AMA Winter Educators’ Conference 2008 (Consumer Psychology and Behavior track), 15th -18th February, Austin, USA, pp. 116-117, ISBN 0-87757-329-8. [Best Paper Award in Track]
Drengner, J.; Sachse, M.; Thiele, J.: Die Zufriedenheit der Zielgruppen von Sportvereinen als Grundlage eines erfolgreichen Qualitätsmanagements, [Target Group Specific Satisfaction as a Precondition for Successful Quality Management of Sports Clubs], in: Horch, H.-D.; Breuer, C.; Hovemann, G.; Kaiser, S.; Römisch, V. (Hrsg.):[Quality Management in Sports] – Proceedings of 5. Deutscher Sportökonomiekongress [5 German Congress for Sports Business Administration], Cologne, 69-79. ISBN 3-937058-07-9.
Drengner, J.; Sachse, M.: Die Wirkungen von Ambush-Marketing: Ausgewählte Ergebnisse einer empirischen Untersuchung anlässlich der Fußball-Europameisterschaft 2004, [Examination of the Effects of Ambush Marketing: Selected Empirical Results on the Occasion of the European Soccer Championship 2004] in: Horch, H.-D.; Hovemann, G.; Kaiser, S.; Viebahn, K.: Perspektiven des Sportmarketing: Besonderheiten, Herausforderungen, Tendenzen.[Perspectives of Sports Marketing: Specifics, Challenges, Tendencies] – Proceedings of 4. Deutscher Sportökonomiekongress [4 German Congress for Sports Business Administration], Cologne, 71-87.
Refereed Journal Articles:
Drengner, J.; Sachse, M.: Die Gewinnung junger Zielgruppen für öffentliche Kultureinrichtungen mittels Marktsegmentierung: Eine empirische Untersuchung am Beispiel eines Philharmonieorchesters [Winning of Young Target Groups for Public Cultural Institutions: An Empirical Examination on the Example of a Philharmonic Orchestra],” Tourismus Journal [Tourism Journal], 8 (2), 159-176.
Zanger, C.; Drengner, J.; Sachse, M.: Eventreport 2004: Die Wirkungen von Ambush-Marketing bei sportlichen Großevents, Chemnitz 2005.
